Video targeting or video advertising is the marketing tool to watch, simply because video is what everyone is watching and we have been for 75 years. The first FCC-approved commercial broadcast launched on July 1, 1941.  At that time, fewer than 7,000 television sets were in operation.

The way we view video has changed significantly over the past 75 years; gone are the days of three network channels, tuned in with foil wrapped rabbit ears. Video technology progression has brought us such wonders as subscription based television and the video rental industry, as well as our own home video libraries including the Betamax and VHS tapes, HD DVDs and Blue-Ray, watched on tube, projection, and plasma, via Tivo, the DVR and even 3-D home viewing.

Today, 65% of U.S. households own and operate a “connected” device: smart TVs, over-the-top (OTT) devices such as the Amazon fire stick, and gaming consoles that enabling users to access streaming digital video content and that is but a small portion of the video viewing activities we partake in on a daily basis (source: eMarketer, June 2014).

  • According to the 2016 Nielsen Global Video-on-Demand Survey, which polled more than 30,000 online consumers, two-thirds of respondents watch some form of video on demand (VOD) programming and 43% of them did so on a daily basis.
  • YouTube, the second largest search engine on the internet, claims users watch as much as 40 minutes of video per viewing session with more than half of these views taking place on a mobile device.
  • Facebook, YouTube’s biggest competitor for video content, claims a whopping 8 billion average video views per day and with 1.51 billion mobile members, much of this content is being consumed via smart phone and tablet.

These statistics demonstrate that watching video is no longer something that has to take place in the living room – video is the window to the world and it is taking place right out there in it. Ironically, when it does take place in the living room, it is usually a “two-screen” experience with television and mobile viewing happening simultaneously.

We are not watching less television, we are watching television and videos through more pathways than ever before and this means more avenues for advertisers to reach targeted consumers.

A recent Nielsen study commissioned by Facebook, studied the impact video advertising has even when watchers skipped ads. The study found significant increases in ad recall, brand awareness and purchase consideration even for people who saw the video before it started playing but didn’t watch any of it. “Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration. That means even people who never watched the video, but did see the impression, were still impacted by the ad and, as expected, lift increased the longer people watch the ad.” Nielsen found that after just 3 seconds, ad recall increased 47%, brand awareness increased 32%, and purchase intent increased 44%.

An additional benefit to video advertising is that advertisers only pay for video impressions that are watched.  If the viewer skips or disengages before the video is complete (different websites have different percentage requirements) the advertiser doesn’t pay – but according to Nielsen’s research, your ad will still having an impact!

While many providers offer video advertising, Manning Media purchases video advertising on 25 hand curated video Ad Networks, comprised of websites that are able to target the consumer you are trying to reach. Additionally, Manning Media’s staff is comprised of marketing consultants who are experts in integrated marketing solutions designed to reach today’s consumers wherever they are. Call Manning Media in Frederick, 301-620-7700 or in Hagerstown, 301-733-4500 or fill out our online request form by clicking HERE and find out what it will take to get people watching you.

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